In this study, we created a communication campaign for the program “Promoting the health and sexual and reproductive rights of adult women, young people, adolescent girls and trans, Mayan, Garífuna and mestizo women in Guatemala.”
For the data collection, Rana Labs carried out a mixed methodology through a knowledge, attitudes, and practices (KAP) survey of 479 participants that evaluated the population’s opinions regarding sexual and reproductive rights. Once the survey was completed, Rana hosted in-depth interviews with main actors in the 10 selected intervention departments.
After obtaining and analyzing the results, the second phase of the project began, which consisted of carrying out a communication strategy based on the key messages that the study produced.
Based on learnings obtained from a previous study on sexual and reproductive health, Rana Labs produced the campaign “Nosotras conectadas.” This campaign sought to change people’s understanding and perception of sexual and reproductive rights, particularly for women and young girls. The campaign is led by a character named Tzuni who, through a radio program, discusses different findings from the study and creates a safe space for participants to discuss and learn.